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Karen Workman, social media staff editor for The New York Times, helps journalists answer the question: Am I Doing Social Media Right? She talks about how to use Facebook and Twitter differently and how to maximize your use of Twitter lists. She also discusses metrics to use to measure your success at social media. This presentation -- Am I Doing Social Media Right? Maximizing Your Use of Social Media for Personal Branding and Audience Engagement -- was part of the Las Vegas NewsTrain on Oct. 10-11, 2014. Please see an associated handout: Am I Doing Social Media Right? NewsTrain is a traveling workshop for journalists sponsored by Associated Press Media Editors. For more information, visit http://www.apme.com/?AboutNewsTrain
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How not to be an idiot, or a jerk (and some other stuff)
By @KarenWorkman
Image by Chris Lott | bit.ly/social-explained
NO.
NO, YOU ARE NOT.
Am I doing social right?
Nope.
Am I doing social right?
Am I doing social right?
No.
Am I doing social right?
Sigh. No.
19 percent of population
71 percent of population
About half of the users on
each site consume
news there
Only 3 percent of
adults in US are on Reddit
Users here to follow topics and interests first
Fact-paced, frenetic updates expected
Great for quick hits and updates
Largely public, less expectation of privacy
Users here to follow pre-existing
connections
Slower-paced, fewer posts
Great for longer posts and conversation
Large expectation of privacy
Images are loved equally.
Same story. Different platforms.
Let’s talk about the approach.
Yes.
Very good.
Am I doing social right?
Am I doing social right?
You’re acing it.
Am I doing social right?
Yes, you are.
Am I doing social right?
Nailed it.
OK, let’s practice
Write a tweet
Write a Facebook post
Take this article and …
Be ready to share what you wrote and why.
Checklist: Being good at Twitter
✔Upload a photo of yourself.
✔Write a bio.
✔Carefully curate whom you follow.
✔Don’t be an RSS feed. Talk to people.
✔Retweet and favorite good stuff.
✔ Build useful public lists.
✔Use Tweetdeck (or other) to watch those lists.
✔Don’t make hashtag gaffes. ✔Don’t get into fights.
✔Do make clear corrections. ✔Do ask questions.
✔Be wary of automation.
bit.ly/luckie-explainer
You must have lists. Must.
#dontbestupid
“Using a hashtag does no harm in the same way wood paneling does no harm to your station wagon, or a misspelled tattoo does no harm to your bicep.”
— @bydanielvictor of NYT
• Gathering small groups • Curating specific projects • Conferences
• Big events (#superbowl) • General words/phrases • Automated feeds
• Being funny and/or ironic
SMART DUMB AWESOME
CO
RR
ECTI
ON
S I made a mistake …
• It means not deleting stuff just because you can. • It means correcting what is wrong. • And doing it within the same thread as the mistake. • NYT appends corrections to the original tweet, in case you’re looking for ideas :)
TRANSPARENCY
Checklist: Being good at Facebook
✔Upload a photo of yourself.
✔Write a bio.
✔ Let people follow you.
✔Create friends’ lists so you can target what gets shared with whom.
✔Remove URLs from the status update.
✔Mix up the type of posts.
✔Consider modifying the share text (and headline).
✔Ask questions.
✔Make clear corrections.
✔Employ emotion, tactfully.
✔Monitor comments.
✔Care about images.
✔Connect/watch sources.
Be smart about what you share with whom
Go to Settings > Followers
Target status updates to
public, friends, or a custom list
Some final words about the Internet
You should really read the whole article: Why That Video Went Viral by Natalie Kitroeff
bit.ly/viralnature
Metrics: Bit.ly
Metrics: Twitter Dashboard
Go to analytics.twitter.com while logged into twitter
Impressions: How many times your tweet was viewed
Engagement: Any and all interactions with a tweet
Click on a tweet for more detailed statistics, like clicks
Click on followers for demographic information
Metrics: Facebook page insights
bit.ly/facebook-page-insights
For pages only, not profiles
Reach is # of unique people who have seen your post
Impressions are total # of times a post is seen (not uniques)
People engaged is # of uniques who clicked, liked or commented
Metrics that actually matter
The Usual Suspects
• Fans/followers
• Retweets/shares
• Replies/comments
• User-generated content submissions
• Reach
• Klout Score
Real Indicators
• Intended audience acquired
• Reader -> Customer
• Conversations generated
• Reader -> Participant
• New sources acquired
• Gains made
If I may recommend some folks to follow